January/February 2015

A window into the world of Roots

ALBERTA CALLING Ilich Mejia

Jasper, say you will. Roots hits higher ground in the Rockies for the holiday season

Issue 119 • January - February 2015

HERE’S WISHING YOU A

MAGICAL HOLIDAY SEASON! Helping Canadian companies make magic since 1961.

TPH® is a family owned Canadian business and we specialize in short-run on-demand printing.

PROUD 100% PARTNER CANADIAN

The Printing House is proud to partner with Roots Canada.

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I S S U E 119

Roots staff celebrate the holidays at Bloor Street store cocktail party in Toronto

MEET THE MAKERS ............. 4 Celebrating people behind the scenes at the leather factory WORTH THE WAIT ................. 5 Custom jackets for Canadian singer The Weeknd a big hit A ROYAL FIT ........................... 6 Calgary Stampede ambassadors proudly wear custom jackets HAND KNIT FASHION ............ 7 Teaming up with Mary Maxim to bring back knitted sweaters FROM CHICAGO WITH LOVE 8 Collection with renowned Horween Leather Company reaches new level OFF THE ICE IN STYLE ......... 9 Former Oilers players don custom jackets at reunion STRONG CONNECTIONS ...... 10 A glimpse into the role of social media at Roots HEALTH TIP ........................... 14 Simple ways to reduce sitting’s harmful effects LEAVE IT TO BEAVER........... 15 Roots mascot receives new recognition ON THE TOP ........................... 16 Spotlighting Roots stores that surpassed sales goals ROOTS TV ...............................17 Latest segment in behind the scenes video series NEW AND NOTEWORTHY ..... 18 A guide to just-launched Roots products KNOCK KNOCK ..................... 20 Taking stock of celebrities who recently visited Roots stores MUSICAL ROOTS .................. 22 A look at Canadian reggae fusion band Magic!

CHEF’S CORNER .................. 22 A festive, healthy recipe for pumpkin-apple soup

Publishers MICHAEL BUDMAN, DON GREEN Editor ROBERT SARNER Interns PARISIMA BAHA ERIN MACDONALD ALISSA RANDALL NATHANIEL SUMMERS

The Source is published by Roots Canada Ltd. We welcome letters from readers for publication. Please address all correspondence to The Source, Letters to the Editor, Roots Canada, 1400 Castlefield Ave., Toronto, Ontario, M6B 4C4 or by email to thesource@roots.com. Letters may be edited for length and clarity.

Each issue of The Source is also available at http://issuu.com/rootscanada

Issue 119 • January/February 2015

SPECIAL DELIVERY

A selection of recent letters from the world of Roots IMPORTANT TREATMENT

On behalf of the clients, families, staff and Board of Directors of the Alberta Adolescent Recovery Centre (AARC), we would like to thank Roots for its generous donation to our auction as part of our 17th annual gala benefit dinner in Calgary.

AARC is a treatment program unlike any other in Canada. It’s built on a solid foundation of research augmented by clinical expertise. It’s available to all regardless of financial means. Today, over 90 per cent of our families receive a subsidy for a part of their treatment fees.

Funds from our benefit dinner help ensure that no one in need of AARC’s intensive treatment is turned away for financial reasons. We’re extremely grateful for your kind donation.

Donna Edwards Director of Development, AARC Calgary, Alberta A GOOD INVESTMENT

On behalf of Dignitas International, I extend our sincere gratitude for your contribution to our recent luncheon event. I’m pleased to report that it proved a great success. The room was full and our guests very much enjoyed hearing from our speakers.

Having your gift to use as a

prize was a real bonus. Putting HIV+ women on treatment is essential to prevent the spread of HIV from mother to child.

Dignitas has tested 150,000 mothers for HIV and put over 30,000 mothers on treatment in Malawi. Your gift helps us get one step closer to an AIDSfree generation by protecting the health of mothers and their babies. Thanks again for investing in our work.

Marilyn McHarg President and CEO, Dignitas Toronto FOR A BETTER FUTURE

I recently had the profound pleasure of attending an evening with David Suzuki as part of his just-concluded Blue Dot Tour. A few of us at Roots were invited to attend as representatives of our terrific company, one of the sponsors of the tour.

The program included speakers who were most eloquent, planting the seeds of a vision of a future where all can breathe clean air, drink fresh and pure water and consume nutritious foods grown from lush soil.

But no one brought this message to us so clearly as Dr. Suzuki.

He spoke of our connectedness to Mother Earth and that we are “embedded in our environment; everything on this little blue

planet is held together and connected by Mother Earth.” Clean air and fresh water should be at the top of everyone’s must-have list, since without them, we will simply cease to exist. Such basic requirements underline the need for an amendment in Canada’s constitution.

He quoted Edgar Mitchell, who after returning from the Apollo 14 space mission, said, “You develop an instant global consciousness, a people connection, an intense dissatisfaction with the state of the world and a compulsion to do something about it.” The evening with Dr. Suzuki became my very own Apollo mission.

Though our carbon footprint may be in Roots boots, we must all strive for a more conscious awareness, and shoulder the responsibility for a sustainable environment and live with courage and conviction for a brighter future together.

Jacqueline Doublet Store Mgr. (Mayfield Common) Edmonton, Alberta

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THE SOURCE ONLINE

For the online version of this issue and previous issues of The Source, visit issuu.com/rootscanada or roots.com The Source • 3

Leo Ciccone

Maria Silva

Mariana Suarez

ROOTS IN THE MAKING

Campaign brings into focus people behind the scenes at leather factory

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anufacturing has always played an essential role at Roots. Since the brand’s inception in 1973, its leather goods factory has been a source of great pride and inspiration to company employees.

While some of the equipment and products made at the facility have evolved over the past 41 years, the human factor remains indispensable. At least 40 people are involved in the process of making each leather

bag, jacket and pair of shoes.

In early November, Roots launched a special campaign, “We Are Makers,” to celebrate those behind the scenes who manufacture the products.

As part of the initiative, Roots introduced several of the factory’s 200 workers who come from a broad range of ethnic and work backgrounds. Portraits of employees appeared on over 50 billboards and transit shelter posters in Toronto, Calgary and Vancouver, in addition to a full-

page ad in The Globe and Mail.

Related photos and a one-and-ahalf minute video of the factory, shot by Art Director Ilich Mejia, figured prominently on the Roots website and social media.

At the same time, as part of the campaign, the brand ran a national retail leather week event and hosted an InstaMeet, a social media gathering, to spotlight its leather business. Customers who made leather purchases received a Euro Pouch and 10 email subscribers to Roots

SHOP TALK AT THE BOARD OF TRADE

Roots Co-Founder Michael Budman headlines at Toronto speaker series

won a custom Banff Bag. The InstaMeet involved 10 bloggers and Instagrammers who toured the leather factory. Roots later featured the photos that the guests took on its Instagram and Tumblr pages.

More projects are in the works as follow-up to the initiative, including the possibility of “We Are Makers” tissue wrappers and stickers.

Next year, a new set of faces from the factory may appear in the campaign.

’TIS THE SEASON

Sitting down with Santa

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he Toronto Region “Unorthodox Retailing Board of Trade – How Roots Canada connects over 250,000 Leads with Relevance,” business professionals Michael and Amanda and influencers in touched on various Canada’s financial, highlights and anecdotes cultural and entertainment of Roots before an hub. As part of this audience of 150 people. pursuit, it hosts the Topics ranged from Michael Budman and Amanda Lang, (right), how to use relevance Distinguished Speaker at Toronto Board of Trade event Series featuring as a competitive asset CEO of the Retail Council of successful business to sustain growth, how to Canada, and interviewed by leaders in a lecture or panel stay true to founding values the CBC’s Senior Business discussion format. in the face of modern retail Correspondent Amanda In early fall, Roots Cochallenges, the inspiration Lang, Michael explained the Founder Michael Budman behind Roots and the growing importance of leadership, was the keynote speaker appeal of Canada among passion and commitment at the Board of Trade international consumers. in creating a cohesive, headquarters in downtown Following the Q&A session, successful brand.

Toronto. Introduced by Diane Michael answered questions During the talk, titled Brisebois, President and from the audience.

4 • The Source

Guelph Store Manager Joy Henke-Paxton, (left), and her Assistant Manager Noel Mastine spreading holiday cheer in their Roots Gingerbread Sweaters.

Issue 119 • January/February 2015

GOING THE DISTANCE

Devoted fan of The Weeknd travels 550 km to purchase XO x Roots Jacket

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or many devoted music fans, there’s almost no limit to what they’ll do in adulation for their favourite stars.

When New York-based law enforcement professional Francisco Tejada first saw the XO x Roots Jacket in the music video for Canadian alternative R&B singer The Weeknd’s single, “Often,” he knew he had to have it. After he heard it would be available for purchase in Toronto in late September, he quickly booked a flight.

Francisco (who goes by the name Cisco Rock) arrived at his hotel in Toronto around midnight and slept for only a few hours before heading to the Bloor Street flagship store at around 5 a.m. To his surprise, he found himself first in line, 13 hours before he’d be able to buy the Limited Edition XO x Roots Jacket.

“I felt really good because I knew that I was getting something I really wanted,” says Cisco, 34. “Buying the jacket became more than getting a piece of clothing. It became a reminder that if you want something badly enough, you can get it.”

When the doors opened for the event at 6 p.m., only the first 20 people in the line-up were admitted into the store. On the second floor of the store, a photoshoot set-up had been put in place. The Weeknd’s music played while fans mingled inside, waiting for a sales associate to help them select the right jacket size.

Only 100 lucky fans became owners of the jacket made famous by Abel Tesfaye (The Weeknd’s birth name) and his XO crew. The day after the release, the XO x Roots jacket was reportedly posted on Kijiji for $5,000 and sold out in two hours. The jacket is now listed on Kijiji for as high as $2,000 and on eBay for $3,465.

Cisco received more than a jacket that day. He discovered Roots and met The Weeknd, both for the first time. People in line had no idea that The Weeknd was going to be making a personal appearance until the Issue 119 • January/February 2015

doors opened. As The Weeknd walked in, fans began screaming things like, “we love you, Abel!”

“Abel is very laid back and down to earth,” says Cisco. “I thought it was cool that I got the opportunity to speak to him

line with whom he later hung out in Toronto. While waiting, he spoke to others about the Roots brand. Not only were they fans of The Weeknd, but devotees of Roots as well. They expressed pride that Roots makes quality

Michael Budman and Diane Bald greeting Abel Tesfaye (The Weeknd) at the flagship store in Toronto Cisco Rock, (right), meets The Weeknd after buying his XO x Roots Jacket

and take a photo with him. The whole experience of going in first, trying out the jacket and getting V.I.P treatment made the trip even more worth it.”

What made the long wait even more worthwhile were the people he met. Cisco became friends with four other men in

Canadian-made products and that they’re able to connect with youth.

“From the first look at the jacket, you can tell it’s high grade,” says Cisco. “I own a couple of bomber jackets and the Roots XO Jacket is the best quality.”

Roots often collaborates with Canadian artists, like The Weeknd, to whom they were introduced by prominent Toronto rapper Drake and his OVO (October’s Very Own) team. Cash and Martin Wong (a.k.a. Drop) from the XO team came to Roots with the initial design for the jacket. Leather Product Developer Leo Ciccone took Drop’s mock-up of the jacket and then tweaked it from there.

“They wanted a true ‘Roots’ touch in terms of customization and that classic Award Jacket look,” says Leo about what the XO team requested. For Leo, who was also involved in the design of the OVO x Roots Tour Jacket last February, working with other artists inspires new ideas and perspectives on his own work.

For fans, wearing an item from their favourite musician’s clothing line is often more than a way for them to show their love for the artist. For Cisco, wearing XO clothing, like the XO x Roots jacket, is a way for him to become part of a larger community.

“I love how The Weeknd fans recognize each other by wearing XO clothing,” says Cisco. “Every time I wear XO gear, I get someone saying, ‘I love The Weeknd.’ That’s an easy way to get to know people.

Having an appreciation for The Weeknd makes it easy to break the ice with a total stranger.”

After receiving the jacket, Cisco went to 65 Spencer Avenue in Toronto, where Abel used to live and where his debut mixtape House of Balloons was recorded, to take a picture with his new XO jacket. In recognition of the house’s significance in The Weeknd’s beginnings, the jacket highlights the number 65 on the sleeve patch in roman numerals.

The city of birth for both Roots and The Weeknd made a big impact on Cisco who looks forward to his next visit to Toronto.

“I was in a foreign country enjoying myself to the fullest,” says Cisco. “It really made me feel like I found a gem.”

The Source • 5

A TOUR FOR CHANGE

David Suzuki completes major coast-to-coast endeavour in defense of the environment

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here aren’t many people who would spend two months travelling across the country in an eco-friendly bus on a mission to protect the environmental rights of Canadians – but that’s just what renowned scientist and environmental activist David Suzuki recently did.

Referring to it as his “last stand,” the 78-year-old went from St. John’s, Newfoundland to Vancouver on what he christened the Blue Dot Tour, with the goal of enshrining the right to a healthy environment in the Constitution’s Charter of Rights and Freedoms. Supported by the David Suzuki Foundation, along with local and national sponsors, like Roots, Suzuki brought his message to 20 cities from coastto-coast – including a talk at the Roots Bloor St. flagship store in Toronto.

“I have lived an entire life, and if there is one unwavering truth I have learned, it is that things change,” says Suzuki.

“Rights change. Our concept of who we are and what we hold our highest values to be change.

(L-R): Michael Budman, David Suzuki and Don Green in Toronto

But they don’t change on their own. It takes a million different people committed to a single, beautiful ideal, over a long period of time to make real change

happen.”

At each stop of the tour, the Blue Dot team stressed the importance of making fresh air, healthy food and clean

water legally recognized rights.

Demonstrating their talent and support, celebrity guests joined in along the way. Musicians Neil Young and Barenaked Ladies, author Margaret Atwood, poet Shane Koyczan and many other Canadian luminaries added their voices to the movement.

“It’s not about the environment, it’s about the way we’re living and the values that matter to us,” says Suzuki. “And people are excited about it. It’s caught their attention.”

This is especially true in The Pas in Manitoba, Richmond in Vancouver and the Montreal borough of Rosemont-La PetitePatrie, where municipal officials recently signed declarations recognizing the right to a healthy environment.

As the official supplier of merchandise for the tour, Roots made and donated customdesigned Blue Dot hoodies, T-shirts and toques that were sold at the venues. The items are available online and in select stores, with proceeds going to the David Suzuki Foundation.

STYLE FIT FOR ROYALTY

Roots provides custom designed jackets for Calgary Stampede queen and princesses

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events and riding their n Alberta, as part horses, so they require of a decades-old something that not tradition, the only looks great but Calgary Stampede is durable. When the appoints a queen girls are together in and two princesses their jackets, it makes every year to serve a statement and they as ambassadors for are easily recognized at the annual summer events.” event. A princess The annual tradiis also selected to tion of the Stampede represent the Indian Royalty attending the Village, a First Canadian Football Nations cultural (L-R): Stampede Princess Haley Peckham, Indian Princess Maya Many Grey Horses, Queen Mick League’s annual chamattraction that has pionship game dates long been part of the Plemel and Princess Kimberly Stewart at the Grey Cup in Vancouver and proper etiquette.

“As the jackets proved a hot Stampede. back to 1948 when the Calgary Since the 10-day local rocommodity during our centenniThe four crowned ladies, Stampeders won their first Grey deo’s 100th anniversary in 2012, al celebrations in 2012, Royalty known officially as the Cup. Their presence there creRoots has designed the Calgary officials decided that they should ated great excitement and interCalgary Stampede Royalty, Stampede Royalty’s official uni- be a ‘must-have’ for the girls,” represent the city at local and est. Since then, it’s considered form jackets. In late November, says Kathryn Konoff, Manager international events. Through an important occasion and as at the Grey Cup in Vancouver, of Corporate Communications various duties, they also have such, a Calgary-based committhe women made their first high at the Stampede. “When the the opportunity to develop tee organizes appearances of the Royalty are glammed up, they their public speaking, historical profile appearance wearing their Royalty every year at the Grey leather Award Jackets. spend a lot of time outdoors at understanding, horsemanship Cup and related events.

6 • The Source

Issue 119 • January/February 2015

Mary Maxim collection, including mittens, hat, sweater and scarf

VINTAGE COMFORT

Holiday collaboration adds new dimension to classic handmade fashion

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his winter, Roots takes a trip down memory lane by bringing back an iconic, much-loved fashion trend that dates back 60 years.The brand collaborated with renowned Canadian knitting-pattern company Mary Maxim to create a line of hand-knit sweaters and accessories. What were popularly known in decades past as “curling sweaters,” and famously worn at “Ugly Sweater” Christmas parties, are making a stylish comeback.

The idea to do such a collection came last year, when Roots Senior Director of Merchandise Syd Beder read an article in the Toronto Star about the popularity of Mary Maxim’s knitted sweaters in vintage clothing stores. The appeal and cachet of these sweaters come from their Issue 119 • January/February 2015

handmade nature.

“This has been one of the most rewarding projects I’ve worked on in my eight years at Roots,” says Stephanie Holden, Creative Director. “Mary Maxim is a great family-owned operation with a Canadian spirit that makes their team an ideal partner for Roots for such a warm and cozy Holiday collection.

Their hand-knit sweaters are a symbol of another era in Canada, associated with a nostalgic style that makes you feel at home.”

Founded in 1954 in Sifton, Manitoba, Mary Maxim started as a small yarn shop. It now sells around 12 million catalogues a year from its current offices in Paris, Ontario and Port Huron, Michigan. Aside from being Canadian, Mary Maxim shares the same outdoors influences as

Roots. Both brands also value the practice of handcrafted clothing and accessories.

Roots and Mary Maxim have kits available for knitters to make their own items. The Roots kit comes with a canvas carrying bag, knitting needles, an instruction booklet with a how-to knit section and yarn needed to make a cabin sock scarf. The Mary Maxim kits include the yarn and pattern required to make the sweaters and accessories.

Knitting has grown in popularity in recent years for younger generations, as many grandmothers are teaching their grandchildren how to knit.

“What goes around comes around,” says Carol Steed, Executive Vice-President of Mary Maxim. “The Canadian economy hasn’t been extremely strong

and when that happens, people tend to go back to their old familiar comfort level, such as this kind of vintage knit sweater.

Also, I think fashion is what we make of it. Freedom to create your own image to show your personality is a great thing.”

Carol has noticed that people of all ages now knit. Many postsecondary schools have knitting groups. Grown men now knit as well, from dominant knitting designer Kaffe Fassett to Canadian actor Ryan Gosling who knits for relaxation.

“If I had to design my perfect day, that would be it,” Ryan told GQ Australia last year about the day he learned how to knit when filming a scene for the comedydrama Lars and the Real Girl.

“You get something out of it at the end. You get a nice present.”

For non-knitters or those who want the homemade finished product, there are readymade knit sweaters, mittens and hats available at Roots stores.

The design behind the line is a combined inspiration of Mary Maxim archives (reindeer, hockey, bear, tree, snowflake, beaver and maple leaf motifs) and Roots Cabin Sock details.

The adult collection includes reindeer and hockey-themed sweaters, both with matching hats and mittens. There are also kids, toddler and baby-sized sweaters with matching hats that include different designs, such as the snowflake and polar bear. These hand-knit items are sourced with 50 per cent wool, 30 per cent acrylic and 20 per cent nylon yarn.

In celebration of Mary Maxim’s 60th anniversary, an additional adult item is included in the collection – a Limited Edition Mary Maxim Beaver Sweater, hand-knit in Canada with 100 per cent wool. It’s also fully lined, featuring Thinsulate, a brand of synthetic fiber used in clothing to provide extra heat. Only 60 are available for purchase and are individually numbered one to 60, with a retail price of $398.

All the sweaters are made to fit loose, making them ideal for layering. Their festive, knitted winter designs are made to take us to a familiar place Roots calls “Home for the Holidays.”

The Source • 7

FROM CHICAGO WITH LOVE

Roots expands its collaboration with venerable, high-quality Horween Leather Company

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year ago, when – in a test of the market – Roots first introduced Horween leather to Canada as part of its leather bag collection, it was immediately well-received. Since then, the company has made the US-produced leather increasingly more prominent in its leather goods program.

In early December, responding to the growing popularity of the Roots Horween exclusive collection, the company greatly expanded the number of stores (from five to 24) where the products are sold, while also increasing bag, colour and accessory options. It’s the largest collaboration that the Horween Leather Company has done in Canada.

In their continuous quest to find exemplary suppliers for Roots products, Co-Founders Michael Budman and Don Green first teamed up with the Chicago-based Horween to develop a proprietary line of leather goods at their state-ofthe-art factory in Toronto.

The quality and craftsmanship of Horween exemplifies what Roots strives for in its merchandise. Horween leather sets itself apart through its high-grade material, old-world tanning process and modern finishes. It’s an expensive but tough-wearing material that lasts for years.

In early November, Roots celebrated the expanded partnership with Horween by hosting two events in Toronto at its flagship store on Bloor Street.

The first, a public showing, introduced Horween CEO Skip Horween, who was visiting from Chicago. The second was a trunk show for fashion media featuring a sneak peek of the upcoming leather collection at which Skip also participated.

“In the 41 years of Roots, we’ve purchased a lot of leather and I’ve never seen anything quite like what Horween produces,” says Michael. “It has the most beautiful colour, texture and feel I’ve ever seen when it comes to leather. We’ve elevated our product by using Horween.”

The shows at Bloor Street featured Roots bags, travel lug8 • The Source

Horween bags on display in spice colour

(Left to right): Michael Budman, Skip Horween and Karl Kowalewski examining Horween’s Cobalt (blue) leather hide at the Roots factory

gage and accessories in Horween leather in the latest colours – spice, black, cognac, ink and burgundy. Large samples of leather hides in different colours were also on display.

Michael, along with Karl Kowalewski, Vice-President of Roots Leather Operations, joined Skip as they introduced customers to the expanded collection.

“Everybody that I’ve ever dealt with at Roots is really passionate about putting this beautiful product together,” says Skip.

“It’s a well-made product and it’s great that the company wants to build quality into each piece.

We hope that’s what people think about when they see what

we do.”

The Horween material that Roots uses is a vegetable-tanned leather made with old-fashioned tanning liquors. Its durability, softness and rich feel are the result of an enriched mix of oils blended into the leather during tanning. Aging gracefully like wine, the longer it’s used, the more it softens and darkens.

“With Roots, we’re both trying to make something a little bit special,” says Skip. “There are certain places that you go to where you feel a palpable energy and certainly Roots is one of those places.”

Founded in 1905, the privately-owned Horween

Leather Company is a familyoperated heritage brand and one of the oldest, most environmentally friendly tanneries in North America. It uses a variety of animal skins, antique machinery and handcrafting techniques to attain different looks and textures. It’s famous for producing high-end leather for luxury goods such as footwear, jackets, apparel, bags and accessories, and provides the leather for the National Football League’s official footballs.

Skip is the fourth of five generations of Horweens to run the venerable business that his greatgrandfather founded. Skip’s son, Nick Horween, is also part of operations as Director and Quality Manager.

Horween’s signature leathers include Shell Cordovan, a horsehide, and Chromexcel, a rich and versatile cowhide. The company is one of the world’s last remaining suppliers of cordovan leather. The durable leather derived from horse rumps is used for shoemaking and has helped make the tannery renowned both nationally and internationally.

Just like family members before him, Skip learned the tanning business from the ground up. He’s maintaining the strong tradition of running the business with its time-honoured core values and techniques, such as a commitment to quality, no matter how long and detailed the process may require.

“We’ve stuck to what we’re good at and that’s to provide something that’s a little different, interesting and special,” says Skip. “Not that we don’t evaluate new or modern or efficient production techniques, but it needs to be better somehow.

For us, better isn’t necessarily defined by faster and cheaper.”

He also shares something else with Roots, a passion for hockey. While in town, Skip was invited by Michael to a game between the Toronto Maple Leafs and the Chicago Blackhawks, Skip’s favourite NHL team. He attends most of their games in Chicago. · To view the Roots Horween collection, visit www.roots.com

Issue 119 • January/February 2015

TRIUMPHANT STYLE

Edmonton Oilers order custom jackets for 30th anniversary reunion event

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opular among athletes and celebrities for decades, varsity leather jackets never seem to go out of style.

Last summer, when planning to commemorate a historic win, the National Hockey League’s Edmonton Oilers knew where to turn to for special jackets. Roots has long been the ideal place for sports teams interested in ordering custom designed leather jackets.

In mid-October, the Oilers marked the 30th anniversary of their 1984 Stanley Cup victory by hosting a reunion of the fabled team at a sold-out, fanpacked event at Rexall Place in Edmonton, Alberta.

Members of the vintage Oilers team – players, coaches, trainers and others – scored custom Roots Award Jackets as part of the celebration.

Thousands of die-hard fans filled the arena as the team took centre stage for an evening of telling stories, exchanging jokes and sharing memories.

In 1984, in what would be the first of five Stanley Cup championships in a seven-year

span, the Oilers won the Cup final over the then four-time defending champion, the New York Islanders.

The reunion event also raised funds for the Edmonton Oilers Community Foundation in sup-

“The Oilers have a history with Roots, so it was a natural place to start,” says Wilson. He added that some of the players, such as NHL legend and former Oilers member Wayne Gretzky, have a personal relationship with

Wayne Gretzky addresses media at Oilers event

port of the Stollery Children’s Hospital, for the creation of a new pediatric ambulatory clinic.

“The jackets were well received and got a lot of wear,” says Nick Wilson, the team’s Director of New Business Development who coordinated the event.

the owners of Roots, Michael Budman and Don Green.

Gretzky had a role in the look and design of the anniversary jackets as well.

Notable players from that era in attendance included Gretzky, Mark Messier, Jari Kurri, Grant Fuhr, Glenn Anderson

and Glen Sather.

In September, Wilson worked with Patricia MacInnis, Manager of Licensing and B2B at Roots, for the special order of about 100 custom anniversary Award Jackets.

The jackets feature a black melton wool body and black leather sleeves, with the reunion anniversary logo on the back and a picture of an Oilers Stanley Cup. They were designed and made in the Roots factory in Toronto with the names of everyone on the 1983-1984 Oilers roster embroidered on the inside of the jacket.

Roots also provided various gifts for the team and special guests such as leather bags embossed with the event logo, shaving kits and purses for the players’ wives.

The Oilers Entertainment Group has worked with Roots before, purchasing custom merchandise for members of its junior hockey team, the Edmonton Oil Kings. In 2003, Roots supplied products for the NHL Heritage Classic outdoor game in Edmonton.

PACK YOUR BAGS

NHL’s Dallas Stars broadcast crew scores custom leather bags for their travels

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or millions of avid hockey fans, the sport is everything. They are united by a boundless passion for the game.

The same can be said for Roots Co-Founders Michael Budman and Don Green, both of whom have been playing hockey for decades and are longtime devotees of the NHL (National Hockey League). Little surprise then that Roots has long had an extensive relationship with the world of hockey, from supporting local teams and community initiatives to custom making quality leather jackets and bags for wholesale clients.

The broadcast group for the NHL’s Dallas Stars is now sporting custom leather bags for their lengthy travels with the team, thanks to Roots.

“Roots and the NHL have had a great partnership for decades,” says Jason Walsh, Issue 119 • January/February 2015

Logo of the NHL’s Dallas Stars

Vice-President for Broadcast and Production for the Texas-based Dallas Stars. “I wanted to make sure that our business went to someone who is as passionate about hockey as we are.”

In the late summer, Walsh along with Shae Bryan, Production Coordinator for the Dallas

Stars, worked with Mary Jane Carlesso, Account Manager in Wholesale and B2B at Roots, for the special order of 10 bags.

Walsh wanted to honour the team’s announcers and producers with custom leather bags, embellished with the Dallas Stars logo.

He says that since they travel a lot with the Stars throughout the season – about 80,500 km (50,000 miles) each year – Walsh wanted a durable, attractive and versatile bag for their travels. With Roots bags being a popular item due to their longetivity, he felt they were the perfect choice.

Delivered in September, the large Colorado Bags feature an adjustable shoulder strap, carrying handles and an identification tag holder, and are embossed with the official Stars logo.

Walsh said he recalls earlier days in his career when it was considered a tradition for all NHL players to carry a Roots bag with them.

“All the players carried Roots luggage,” he says. “It was like a membership badge at the time. If you had a piece of Roots luggage, you were in the NHL.” The Source • 9

SOMETHING TO TALK ABOUT From Facebook to Tumblr, from Twitter to Instagram, Roots is now, more than ever, making its mark in the world of social media. By ERIN MACDONALD

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n a time not so long ago, people’s days didn’t revolve around a string of tweets, status updates, video clips and filtered photographs. There was no Facebook or Twitter to check in the morning, no Instagram or Tumblr to peruse in the afternoon, and no Pinterest or YouTube to wind down with in the evening. That was less than 10 years ago.

During the last decade, the field of social media has changed from a passing fad for the tech savvy and chatty to a popular communication tool for people and businesses alike.

Its introduction fundamentally altered how the world communicates, giving individuals opportunities to share content and voice opinions like never before. At the same time, the business world has come to embrace the era of online expression and engagement.

It’s a brave new reality.

Within seconds, social media can connect you with hundreds of thousands of people, reaching a huge audience at no cost.

Mega brands like Apple had 1.4 million Twitter interactions in a three-month period this year, and when Roots recently unveiled images from its Jasper 10 • The Source

photo shoot of the current winter collection, each photo posted received between 1,200 to 2,000 likes on Instagram.

While the introduction of social media is relatively recent on the business scene, it has quickly become an integral component of marketing and consumer interaction.

In order to secure a place in the traditional and digital marketplace, businesses must have an accessible and well-managed presence on social media. The era of single, traditional websites is over and the days of multi-pronged, responsive social media platforms are among us.

“The most important reason to have a presence on social media is to allow brands to manage their reputation by addressing customer concerns and comments,” says James Connell, Roots Vice-President of E-Commerce and Marketing.

“By participating, a brand can shape and better manage how the audience perceives it.

By turning a blind eye to these platforms, you could be ignoring a significant conversation about your company and not have any input in the resulting outcome.”

For most companies, the past few years have been about building social communities and strengthening brand loyalty through social media channels.

With the revolutionized world of the Internet, websites have morphed from controlled places for branding to essential revenue drivers, while social media transforms fans of brands into advocates for brands.

The Roots foray into social media began in 2005, by way of a MySpace page. Since then, its presence has expanded and strengthened on Twitter, Instagram, Facebook, Tumblr and Pinterest, with a secondary focus on Google+, YouTube and Yelp.

“Although the platforms have changed and the tactics that we use on each platform have

changed,” says James, “we’ve always had the overarching goal of creating an authentic community where we can engage with and address each individual user to make them feel valued

by Roots.”

Having many such platforms means brands now have opportunities to attract and engage customers like never before. It also means that there are many areas where fresh, varied content is necessary on a regular basis.

As Jessica Fantauzzo, Roots Social Media Coordinator, explains, “content is very dependent on what platform it’s being developed for, not only because of demographic differences, but consumer behaviour.”

A prime example of this is the ongoing Jasper contest that Roots is doing with Travel Alberta that wraps up in January.

While the contest is being widely promoted, there is a focus on Twitter as participants vying to win a Rocky Mountain vacation to Jasper earn one bonus entry by tweeting about the contest to their followers.

In the dynamic, often fickle environment of social media, where trends quickly arrive and disappear, fostering dialogue and Issue 119 • January/February 2015

creating a sense of community is vital for success. This means fashioning creative posts that have some sort of call-to-action for the consumer, often encouraging dialogue or delivering important messages the online community wants to hear about first.

“It’s incredibly important for us to stay current with the types of media that millenials are consuming,” says Amanda Rotstein, Roots Digital Fashion Editor. “There are over 300 million monthly active users on Instagram with 25 per cent of all users hailing from North America.

Two-thirds of consumers say images carry more weight than product consumer ratings and 58 per cent of millenial Instagram users report being more likely to remember a great brand on Instagram over a brand’s TV commercials.”

For businesses, one of social media’s most interesting aspects is the voice that it allows brands.

To be effective, this voice needs to be authentic, building on the company’s culture and reflecting its character and what it stands for.

In the case of Roots, explains Jessica – who engages with customers on a daily basis on the Roots Facebook page and Twitter feed – “the majority of the conversations we lead, how we respond to things and the different kind of content we post – it’s all grounded in a serious love for Canada and the outdoors. I

would describe it as playful but not cheeky, confident, helpful and always friendly.”

Adapting to the increasingly social media driven market, recent campaigns have boasted a noticeable integration of social initiatives, creating a conversation with customers where there used to be a oneway outpouring of content. This allows for greater insight into what’s important to customers and helps with the planning of future marketing initiatives, like the Sweat Style campaign last summer featuring stylemakers sporting their favourite Roots sweats.

“It’s probably the most integrated campaign we’ve done to date where the primary message was our hashtag #sweatstyle that appeared throughout all of our marketing (traditional and nontraditional),” says James. “We’re working with bloggers, prominent Instagrammers and others that have a large following for these campaigns where these types of roles either barely or didn’t exist 10 years ago.”

Other recent social mediageared initiatives include the InstaMeets hosted at the Roots leather factory in Toronto this past November, where popular Instagrammers were invited to tour the facility. The photos they snapped along the way were posted on the Roots Instagram

Behind the scenes at the Sweat Style photo shoot which appeared across various social media platforms Issue 119 • January/February 2015

and Tumblr, and also appeared on the Instagrammers’ personal feeds.

“Recognizing the power of the platform helps us engage with a younger demographic that have enormous purchasing power,” says Amanda. “There’s also a ‘cool’ factor we have to consider, and continue to align our brand with influencers that have a highly engaged audience.”

Social media continues to evolve, transforming the ways people communicate and, as a result, increasing levels of engagement between businesses and consumers. Presently, it’s a tool most effective for spreading awareness and assisting with customer service, but experts in the field believe that over time social media will have more influence on in-store and online sales.

“Currently, while social media presence and select platforms have increased search engine optimization [the visibility of a website in online search results] for a number of Canadian brands, most social media in Canada functions as a vehicle for awareness and customer service rather than online sales,” says Lee Kaufman, Vice-President of Digital Strategy for Hooplah Inc., a Toronto-based social media, digital and Internet marketing agency. “While contests are great tools for acquiring a larger audience and promotions certainly help build awareness

and even increase the size of a customer’s purchasing basket, customer service fuels loyalty.

For a brand like Roots, loyalty is increasing in importance.”

Understandably, with its many platforms and constant accessibility, the world of social media isn’t without challenges.

While it gives brands the ability to interact with the public like never before, it also demands diligent maintenance. The 24/7 nature of the many channels requires focus, resources and engaging content.

“Luckily, Roots has a pretty die-hard community of fans, so it’s not out of the ordinary for them to start a dialogue with us,” says Jessica. “Again, it comes back to our overall point-ofview, which is thankfully one that I think a lot of people across the world have an affinity for, which is the Canadian lifestyle.”

CROWD SCENE

The reach of social media

A

s a social media-savvy brand, Roots has an active presence on the most popular platforms. The already formidable numbers, which are growing daily, are a sure sign that the company is doing something right. As of midDecember (2014), here’s the size of audience that some platforms have attracted:

Facebook likes: 174,286 Twitter followers: 59,982 Instagram followers: 31,538

Recent Roots Instagram page at instagram.com/rootscanada The Source • 11

A

CAPTURED Roots takes to the Rock

s they debated the concept for the winter marketing campaign, the Roots visual team came up with a plan. And the snow-capped Rocky Mountains of Alberta’s Jasper National Park fit the bill perfectly. In early November, arriving after a four-hour drive from Edmonton and a four-hour flight from Toronto, Patrick Davis, Manager of Visual Presentation, and Ilich Mejia, Senior Art Director, began scouting locations to showcase the Roots holiday collection. Over the next several days, the team moved site-to-site, hauling equipment and apparel, creating various styles for the two models and shooting thousands of photos in harsh winter conditions.

While the origins of Roots are linked to the picturesque landscape of Ontario’s Algonquin Provincial Park, few locations typify Canada more than the iconic Jasper National Park. To capture the essence

UP ON HIGH kies for holiday campaign

of an athletic and outdoor lifestyle and highlight apparel for the 2014 Holiday Gift Guide, Patrick, Ilich and stylist Marcia Facey explored the region’s varied landscapes and attractions. Looking to demonstrate the practicality of the collection, the team sought to show the styles in some of the most natural settings possible. The crew took to the mountains and the Athabasca Glacier for a weeklong shoot, spotlighting the diversity of the collection and the brand’s Canadian heritage.

Shot on location, in temperatures as low as –15º C and at various altitudes up to 9,000 feet, the photos artfully display the new holiday items. From the cozy and timeless Cabin Cardigans to the durable Business Bag in tribe leather, the products proved their presence and versatility against the beauty and rigours of the Canadian outdoors.

HEALTH TIP

ADDING TO A GOOD THING

New and favourite pieces from past collections hit store shelves this holiday

S DON’T SIT ON IT

decade ago, people wouldn’t A have imagined that sitting for long periods of time is undermin-

ing their health. Today, such are the recent findings of doctors and other medical researchers, who now often refer to sitting as “the new smoking.”

According to research at the Mayo Clinic in Arizona, sitting – as many of us do for both work and pleasure – is bad for your health.

Spending more than six hours a day sitting raises blood pressure and heightens the risk for diabetes, obesity, depression and some types of cancer. People who already have chronic illnesses may see an increase in their symptoms.

Here are ways to reduce sitting’s long-term, harmful effects: · Walk and talk: Whenever possible, find ways to turn business and social gatherings into walking meetings, especially one-on-one: Take a stroll in the park or around the block. You’ll move more and probably even think better. · Take a microbreak: Maintaining good posture at a desk is tough because your ligaments and other soft tissues start to deform after about 20 minutes in the same position, gradually giving your body a permanently chairshaped appearance. Prevent this through one to five-minute breaks every 20 minutes you’re sitting.

Stretch, breathe deeply and focus your eyes on a distant object. · Miss your stop…on purpose: When using transit, get off a stop before or a stop after the one near your destination. This helps squeeze in 10 to 15 minutes of walking to counteract the long periods you spent sitting on the bus, on the couch or at work. · Steal a workout: Sneak in mini-workouts whenever you can. Park your car further away from a store or mall so you can walk to your destination. Take the stairs, not the elevator. Stay off the conveyer belt when you’re at the airport before you’re due for a flight and even after the flight. · Leverage your TV/computer time: While watching TV or surfing the Internet, do some stretching, Pilates and yoga postures. Restorative postures are great, especially if you’re winding down before bed. You’ll sleep better and burn a few calories. ·Sources: www.mindbodygreen. com; The Exercise Cure by Jordan D. Metzl 14 • The Source

uccess is a great motivator fit and styling of the holiday has two T-shirts made from 100 and often a catalyst for incollection,” says Men’s Designer per cent cotton soft hand jersey. novation. In the late spring Dylan Anderson who went One is the medium grey mix and summer, in celebration of its through century-old photos of featuring the bestselling Log 41st anniversary, Roots created Thomson in Algonquin Park.

Driver’s Waltz graphic and the the Tom Thomson, NFB (NaFor the NFB holiday line, other, a new image exclusive to tional Film Board) and XL lines, there’s a new men’s T-shirt with the women’s collection in the true to its values, herivintage white colourtage and sources of inway. spiration. They proved Roots has parthighly successful and nered with polar fleece are now returning for company Polartec the holiday season for the XL holiday with new pieces. collection to enhance The Tom Thomits sweat styles with son holiday collecnewly improved tion includes five fabrics. men’s styles: a short “Our second gensleeve and long sleeve eration of the Roots T-shirt, Henley shirt, XL Premium Colhoody and sweatpant. lection is a peek into Roots collaborated the future of fleece,” with Stanfield’s, a says Special Collecwell-established Cations Designer Adrian nadian brand in Nova Aitcheson. “By comScotia known as “The bining the rich heritage Screenshot from animated NFB short, The Sweater Underwear Company,” of Roots in sweats with to produce the Island Tuxedo an image from the animated advanced technical fabric and Henley, made with 65 per cent short, The Sweater. The three an ergonomic fit, we’ve created cotton and 35 per cent polyester men’s T-shirts from the fall the most functional and versatile in the Roots signature salt and collection with the bestselling sweats that we’ve ever offered.” pepper colour scheme. designs from Log Driver’s Waltz The XL collection includes a The vision for the collecand The Sweater are back on men’s and women’s hoody and tion came from Tom Thomson’s sale as well. The T-shirts are pants. outdoors lifestyle in Algonquin made from 100 per cent cotton As these special collections Park and his legacy as a graphic jersey.

– Tom Thomson, NFB and XL designer and artist.

The NFB fall line, which – celebrate aspects of Canadian “One photo in particular of only included menswear, now culture through their designs, it’s him fly fishing at Tea Lake Dam includes pieces for women, kids all the more fitting that they are was referenced for the overall and toddlers. The women’s line made in Canada.

DÉJÀ VU

A voyage back in time to a vintage moment from the pages of The Source

M

uch more than just creating desirable merchandise, Roots packs a lot into a year. From community-related projects to partnerships with musicians and athletes, hosting special events, and supporting health, wellness and environmental initiatives, the company is nothing if not engaged with the world at large. In 2006, Roots was especially prolific, as reflected in the special year-end edition of The Source.

Issue 63 showcased many of the highlights from the previous 12 months. Among these were outfitting Team USA at the 2006 Winter Olympics in Torino, Italy, and the special FIFA World Cup collection of soccer jackets, jerseys and T-shirts representing the best teams competing in the tournament in Germany.

The year also saw Roots participating in endeavors involving major charities and other organizations. The Source spotlighted the Roots-organized Motown musical event in Detroit, sponsorship of the Green Toronto Environmental Awards and the company’s role as official outfitter for an international AIDS conference in Toronto.

It was also a banner year for Roots in the world of entertainment. The brand designed merchandise for NBC Television’s hit show The Office, and customized goods for the high-profile tours of Madonna, U2, The Rolling Stones and The Who. Issue 119 • January/February 2015

BEAVER TALES

Animal dear to Roots receives newfound recognition as an eco-hero

T

hese are interesting times for one of Canada’s most beloved animals. Best known for its buck teeth and large tail, the beaver is enjoying an upsurge in public appreciation, with no less than the esteemed New York Times paying tribute to the mammal’s important and underrated ecological role.

Of course, if there’s a creature near and dear to the heart of Roots, it’s the beaver. As the company’s logo for 41 years and one of Canada’s official national symbols, it’s an integral part of Roots culture. Interestingly, it was also the emblem of Camp Tamakwa in Ontario’s Algonquin Park, where Co-Founders and Detroit natives Michael Budman and Don Green fell in love with Canada in their youth. As such, The Source is glad to report on meaningful new developments involving the noble animal with the ungainly waddle.

Praising the iconic beaver as an environmental white knight, saving trees and wildlife while conserving water, the recent

Times article is titled “New Love for Varmint of the Past.”

The piece refers to the beaver as an “ecosystem engineer,” and states: “Once routinely trapped and shot as varmints, their dams obliterated by dynamite and bulldozers, beavers are getting new respect.”

Across North America, the animal once considered a pesky nuisance is now being celebrated as an environmental saviour for the many benefits it brings to its habitats. Recent studies show that in our increasingly warm climate, beavers are a defense against withering weather effects.

“As a species that has survived global climate changes over millions of years, the beaver is perhaps just the ally we need,” says Dr. Glynnis Hood, professor at the University of Alberta and author of The Beaver Manifesto: In Defence of

Tenacity. Through her research, Hood has found that beavers increase the presence of open water, improve biodiversity and recharge groundwater reserves.

Thanks to their dams, the introduction of beavers to an area can raise the water table alongside a stream, helping with the growth of trees and plants and aiding with the stabilization of banks and erosion prevention.

Through this, they improve fish and wildlife habitats and promote new, rich soil.

While most people know the animal for its prominence on the Canadian nickel, the beaver was a lucrative asset long before the coin was created in 1922. The beaver hat was at the peak of fashion in the early 1700s, with 100,000 pelts shipped from Canada to Europe each year to fuel the fur hat frenzy. Thankfully, when the beaver was in danger

of extinction, the silk hat trend began and the demand for pelts disappeared. Since then, their population in North America has rebounded to an estimated six million.

In 2011, the mammal faced a new foe in the form of Senator Karen Eaton, who tried to dethrone it as one of Canada’s national symbols in favour of the polar bear. Roots jumped to the beleaguered beaver’s defense with an online petition, calling on Canadians to protect its hallowed place. Eventually, Eaton relented and the beaver’s position in Canada was reaffirmed.

Even famed environmental activist David Suzuki has highlighted the beaver’s ecological role. On his CBC television show, The Nature of Things, Suzuki featured a documentary titled The Beaver Whisperers, spotlighting the everyday lives of the often misunderstood animal. As Suzuki explains, “A growing number of scientists, conservationists and grassroots environmentalists see the beaver as a much overlooked tool when it comes to reversing the disastrous effects of global warming and world-wide water shortages.”

From gracing the country’s first postage stamp in 1851, to officially becoming a national emblem in 1975, to being celebrated as an environmental hero today, the resilient beaver has earned its cherished place in Canada. As longtime fans of the creature, we’re delighted the hard-working mammal is now getting the respect it deserves.

And, as a proudly Canadian company, there could be no better symbol for Roots.

RENDEZVOUS IN MONTREAL

In October, managers of Roots stores in Quebec met in Montreal at the company’s Westmount location for a regional meeting coordinated by Quebec District Manager Ginette Fillion. The main focus was Store Managers (left to right): Jeff Beaulieu (Centreville), Carolyne Dupras (Mont Tremblant), Josée Taillon (Boison plans and preparations for the holiday season in the brand), Doris Lamoureux (Québec), Cindy Lafortune (Rockland), Tamar Abaiov (Vaudreuil), Kathya Videla (Brossard), Linda Dehbi (Westmount), Ginette Fillion (District Manager) province’s eight stores.

Issue 119 • January/February 2015

The Source • 15

FINE PRINT

THROUGH FRESH EYES

Young student looks to rebrand the Roots logo, at a price

F COVERAGE OF ROOTS IN THE MEDIA Here are some recent sightings of Roots in newspapers, magazines and on TV and websites: · New York Post: Nov. 27. Leighton Sweater included in Black Friday Steals and Deals section. · La Presse: Nov. 25. Roxi Bag in Black Kalahari leather highlighted in holiday gift guide. · Vancouver Sun: Nov. 21.

Women’s Cabin Onesie included in round-up of holiday pajamas. · Huffington Post: Nov. 13. Featuring a variety of items in its holiday gift guide such as the Banff Bag in Cognac. · Toronto Star: Nov. 12. Profiled Roots Mary Maxim collection. · Marilyn Denis Show: Nov. 10.

Holiday Cabin Collection showcased and given as gifts to music group Lady Antebellum. · Canadian Living: Nov. 4. Cabin Cardigan appeared in holiday gift guide. · Glow: Nov. Parisian Saddle in Horween featured in style section. · Family Circle: Nov. Chunky Cabin Infinity Scarf in Potent Purple in holiday gift guide. · Best Health: Nov. Featuring many items as holiday gift suggestions, highlighting the Matty Moto Leather Jacket. · Self: Nov. Paddle Ball Set cited in holiday gift guide. · Canadian Living: Nov. Winter Equestrian Boots for women included in style spread. · Calgary Herald: Oct. 21. Spotlight on Roots Mary Maxim collection. · DobernationLoves: Oct. 5. Hi Moc Tribe shoes featured in footwear article on blog. · Globe and Mail: Oct. 3. Roots Sweater T-shirt from NFB collection featured in style section. · Best Health: Oct. Suede Equestrian boots featured in fall style section. · Post City Papers: Oct. Roots Moto 2.0 Vest in deerskin leather cited online. · Among Men: Oct. Blue Dot Tour Collection featured online in Men’s Fashion section. · Mountain Life: Fall. Canoe Lake Hoody from Tom Thomson collection featured. · Flare: Oct. Nordic Boot included in winter style section. · Glow: Oct. Hippy Bag in the Africa colour included in list of style trends. · Post City Magazine: Oct. Roxi Bag included in fall’s top trends section. · The Kit: Sept. 18. Bags featured in story on Roots leather, such as the Isabel Bag in Africa, Chelsea Bag in Dark Navy, Madison Bag in the Grey Rock colour and Dee Dee Case in Black.

16 • The Source

or some people, the old adage ‘when something works, stick with it,’ doesn’t always ring true. That certainly holds for 10-year-old Averie Bentley, who despite her young age is not shy about telling a well-established, successful company how it should freshen its image.

Averie is a Grade Five student at Amherstview Public School in Ernestown, Ontario, a small town near Kingston. Recently, in her French Immersion class, teacher Nicolaos Manolakas gave his students a crosscurricular Visual Arts and Language Arts assignment to redesign a company’s existing logo and then submit it to the business along with a letter explaining the rebranding.

“Me and my friend Delaney thought of different companies for our project,” says Averie. “In the end, I chose Roots because I love their clothes.”

Averie contends that although the iconic beaver symbol has served Roots well since its inception in 1973, it’s time to change. In her handwritten letter, in French, sent to the company’s Head Office in early November,

Logo consultant Averie Bentley

Averie included artwork for her proposed new logo, which features a tree and an added apostrophe (see above).

Averie is nothing if not direct in making her case.

“There are three reasons you should do what I recommend,” she writes. “Number one, my logo makes the most sense.

Number two, everyone likes mine best. Number three, on a scale of one to 10, my logo is a 10…and your logo is a six.”

If Roots were to translate Averie’s idea into reality, it wouldn’t come cheap. She has

offered her logo for a cool one million dollars. Later, The Source asked her how she arrived at the price and what she would do with such a windfall.

“I wasn’t really expecting a million dollars as I wasn’t sure I’d even get a response from Roots,” says Averie. “But if I were to get that amount, I’d buy things from Roots for me and my mom, dad, sister and probably my friends, too. I’d use some of the money to buy a dog, pay my parents’ house off and put some money away for school.”

Although Averie would have loved to create a logo for a company like Roots, she remains quite philosophical about her first attempt at corporate rebranding.

“I won’t be upset if Roots doesn’t buy my logo,” says Averie. “It would just be a bit of a bummer. I appreciate that Roots at least showed interest in my idea. Even if they don’t take it, it’s still pretty cool that they responded to what I sent them.” · Postscript: In the aftermath of her school project and with the publication of this article, Roots is sending Averie a gift in appreciation of her submission and interest in the company.

GREAT MOMENTS IN RETAIL

Spotlighting the top performing Roots stores based on their sales results

S

hortly before this issue of The Source went to press, we received the final sales figures for Roots stores in recent months. Topping the pack (for percentage over sales target) in terms of company stores in November and October, the Roots Home Store in Toronto claimed the top spot. As for the Roots 73/Outlet category, the Milton, Ontario store won the November spot and the Trinity Common store in Brampton, Ontario took first place in October.

Congratulations to Donna Sved, Manager of the Roots Home Store; Angye Meza, Manager of the Milton store; Jaime Oliveira, Manager of the Trinity Common store and to their respective teams for their winning performances.

Hats off to all of the other stores Employees at the Trinity Common store in Brampton, (L-R): Ashley that surpassed their sales goals in Arruda, Leila Khali, Inmolak Gill, Jaime Oliveira (Store Manager) November and October.

Issue 119 • January/February 2015

ROOTS TV: THE LATEST EDITION Video series goes behind the scenes with the IT Department

audio-visual equipment, from store registers to security cameras, the IT team has its hands full.

Today, it’s paramount that the company’s growing electronic and digital infrastructure is operating smoothly and securely.

Sergio Gomez, Director of IT Dept.: “We support a lot of devices and processes that touch every part of the company, of course the retail stores, the Head Office to distribution to the Finance Dept.”

In total, the IT Dept. is responsible for some 2,500 devices, all of them tools critical to the company’s internal and external communication and the continuous flow of data, images and other material.

Aaron Drever, Manager of Technical Services: “IT is very important because it’s kind of the backbone of how information is delivered to each one of us, to vendors, to store staff, everybody.”

The 13-member team is nothing if not resourceful.

Michael Zaakir, Technical Support Analyst: “This room here is for building computers for new users, people who get hired, if there’s anything wrong with the PCs, we bring them here, open them up, test them out, put new components in.”

The team faces the dual challenge of staying on top of constantly evolving technology and then introducing new innovations and processes to employees.

Filmed and edited by Davin Bujalski

(Narration): In today’s technology-driven, inter-connected world, it’s little surprise the IT Department at Roots has become such an important part of the company. IT of course stands for Information Technology, two words that sum up two essential components of modern business.

Based at the Head Office in Toronto, the IT team keeps Roots connected, literally. From computers, monitors and printers to cell phones and the Head Office phone system and

Jeannot Turcotte, Manager, Application Services: “The biggest challenge we face is often the resistance to change when we introduce new business processes or new technology. It’s always a challenge even though we see the end benefit.”

Ultimately, the IT team sees its mandate as providing employees with technology that will help enable each person to do his or her job as efficiently as possible. As part of that process, IT consults with all the departments in the company to find out their respective requirements and then seek the Issue 119 • January/February 2015

best solutions to meet the needs of each area of the business.

Robert Sarner, Roots TV: “When Roots began in 1973, the very notion of an IT Dept would have seemed almost like science fiction. But today, technology that was unthinkable 41 years ago, plays a critical role in virtually all aspects of the company. So critical in fact that the business could not function without it. This is Robert Sarner for Roots Television in Toronto.” · To watch this segment online, visit http://youtu.be/EX_sVSyHQGc. The Source • 17

NEW & NOT A guide to just-launc Photography, layout: Stephanie Holden and Natalie Fagen

(Clockwise, starting top left): Roots Cabin Cardigan $98 / Fontaine Shirt $78 / Alexa Pom Pom Toque $30 / Get Cozy Gift Kit for Her $25 / Tala Woven Infinity Scarf $40 / Chunky Cabin Snood $38 / 5-Pocket Ponte Pant $78 / Maple Syrup Travel Candle $9.95 / Homespun Sock $20 / High Tops $228 / Raiders Pack Horween $538 / Zip Tassel Pouch Coventry $68 / Tom Thomson Pencil Roll $65 / Fair Isle Bateau Top $74 18 • The Source

Issue 119 • January/February 2015

TEWORTHY ched Roots products

(Clockwise, starting top left): New Algonquin Flannel Shirt $78 / Caramels $14.95 / Soft Cuff Toque $20 / Roots Cabin Shawl Sweater $92 / Stuart Stripe Scarf $36 / Pocket Original Sweatpant $68 / Tuffer Boot $218 / Log Cabin Sock $28/3-pack / Rink Sock $18.50 / Heritage Sweatshirt $78 / Get Cozy Gift Kit for Him $25 / City Country Glove $78

Issue 119 • January/February 2015

The Source • 19

GREEN TIP

GUESS WHO JUST DROPPED IN

Taking attendance of special guests visiting Roots

C

UPCYCLING OVER RECYCLING

ost people are familiar with M the environmental mantra of reduce, reuse, recycle, but there’s a new trend catching on called upcycling. The idea is simple: give old products new value by taking something destined for the trash and making good use out of it. This process converts aged or neglected materials into items with renewed purpose and economic value.

While some people upcycle for thrift or aesthetic purposes, one of the biggest motivators behind the activity is its positive environmental impact. Recycling products requires energy or water to break down materials, but upcycling reduces energy usage, air and water pollution, and even greenhouse gas emissions.

Taking something old and making it new again may sound challenging, but there are simple projects you can undertake to ease into upcycling, such as: ·Use mason jars to carry your lunchtime salad to work.

Just pop the dressing at the bottom and stack the ingredients in, with the lettuce on top so that it doesn’t get soggy. ·Take old picture frames you have lying around and use them as serving trays. This will eliminate clutter and waste, and will become a conversation piece next time you have guests over. ·Turn your empty Kleenex box into a plastic bag dispenser. Even if you bring a reusable bag everywhere, you still somehow end up with plastic bags. Your old Kleenex box is the perfect spot for them until you can find another use. · Save old utensils that have been sitting in the attic and use them as nifty wall hooks in your kitchen. By giving them a little bend in the handle (making them resemble a ‘J’) that discarded cutlery becomes useful wall art. · Gather the toilet paper rolls that are usually tossed into recycling and use them to organize your cables and chords. By winding the chords into the shape of a ‘0’ and sliding that into the tube, you can avoid the headache of having to untangle them later.

• Sources: hipcycle.com, twistedsifter.com

20 • The Source

elebrities have long made a point of shopping at Roots and developing friendly ties with the brand. Here are the latest sightings of prominent figures from the entertainment industry and sports world who recently visited the company’s stores, Head Office, factory or were seen wearing Roots. (Stores listed alphabetically) · Beverly Hills, CA – Game of Thrones actress Gwendoline Christie dropped by and took a photo with Store Manager Charlene McAnoy; Film actress Jodie Foster visited the store to pick up a wallet; Actress Shay Mitchell from the hit TV show Pretty Little Liars stopped by to buy a onesie and placed a special order for an Awards Jacket. · Burlington, ON – Two members of Canadian indie-rock band Walk off the Earth visited the Mapleview Centre location. · Calgary, AB – Calgary Mayor Naheed Nenshi did some shopping and took photos with staff at the 17th Avenue store. · Niagara Falls, ON – Entertainment Tonight Canada host Cheryl Hickey shopped at the Fallsview store for Cabin apparel and took photos with staff; Former NHL player Steve Ludzik – now a broadcaster at The Score – dropped by the Fallsview store and took photos with employees. · Oakville, ON – Former Hockey Night in Canada presenter Ron MacLean, now a host for the Rogers Hometown Hockey Tour, stopped by the Oakville Place store, picking up the Stuart Stripe Scarf to go with his Roots Awards Jacket.

Gwendoline Christie, (left), and Charlene McAnoy

Amir Johnson, (left), and Juvelyn Marquez

Courtney Boles and Mark Stuart, (right)

(Left to right) Shannon May, Travis Anderson, Mayor Naheed Nenshi, Harman Sidhu, Matthew Suzuki and Nareena Kurji

· Toronto – Canadian actress Kelly Rowan, best known for her role on the popular TV series The O.C., shopped at the Rosedale store, purchasing pillows and a blanket, a dog bed and a Horween leather bag; Hockey Night in Canada host George Stroumboulopoulos and NBA Toronto Raptors player Kyle Lowry – wearing Black Pocket Original Sweatpants – toured the Roots leather factory with Co-Founders Michael Budman and Don Green; Co-host of CTV’S The Social and news anchor Melissa Grelo shopped at the Sherway Gardens store, buying the Five Pocket Ponte Pants in all three colours; Canadian environmentalist David Suzuki was at the Bloor St. flagship store, showing a T-shirt from his Blue Dot Tour collection; Toronto Raptors player Amir Johnson stopped by the Roots Central store in the Eaton Centre to do some shopping and took a photo with store associate Juvelyn Marquez; Canadian artist Abel Tesfaye, also known as The Weeknd, visited the Bloor St. flagship store to promote his XO Award Jacket collaborative collection with Roots and took photos with staff and fans. · Whistler, BC – Film actor Leonardo DiCaprio visited the store, and purchased various items and walked out wearing the Men’s Cabin Long Johns. · Winnipeg, MB – Mark Stuart of the NHL’s Winnipeg Jets shopped at the Polo Park Shopping Centre store and posed for a photo with Store Manager Courtney Boles.

(Left to right) Michael Budman, George Stroumboulopoulos, Kyle Lowry and Don Green

Issue 119 • January/February 2015

STAYING POWER SALUTING THOSE WHO GO THE DISTANCE

I

n recent months, various employees celebrated benchmark anniversaries with the company.

Congratulations to the following people for their huge contribution and enduring loyalty to Roots:

Xiang Lin, Leather Stitcher, Factory, 25 years Laurinda Silva, Leather Stitcher, Factory, 25 years Franco Abate, Leather Stitcher, Factory, 20 years Khanh Hoang, Leather Stitcher, Factory, 20 years Rubina Mian, Leather Stitcher, Factory, 20 years Maria Nobrega, Leather Stitcher, Factory, 20 years Jocelyn Lemaire, Keyholder, Montreal, 15 years Sevi Ramraj, Premium Incentive Coordinator, Head Office, 15 years Debra Richards, Keyholder, Newmarket, ON, 15 years Phurbu Sinphuk, Material Handler, Factory, 15 years Tamara Thompson, Buyer, Men’s, Head Office, 15 years Salvador Valenzuela, Loss Prevention Admin, Head Office, 15 years Rachel Roos, District Manager, Head Office, 10 years Georgina Agyeman, Sales Associate, Brampton, ON, 5 years Stefan Cheung, Sales Associate, Markham, ON, 5 years Hao Thu Chu, Sewing Machine Operator, Factory, 5 years Fatima Ferreira, Sewing Machine Operator, Factory, 5 years Shireen Holmes, Store Manager, Scarborough, ON, 5 years Gui Jiang, Sewing Machine Operator, Factory, 5 years Joy Johnston, Allocator, Leather, Head Office, 5 years Chandrani Karran, Leather Table Work, Factory, 5 years Roy Lee, Keyholder, Thornhill, ON, 5 years Maria Lizano, Sewing Machine Operator, Factory, 5 years Kazi Nahar, Leather Table Work, Factory, 5 years Jaime Oliveira, Store Manager, Brampton, ON, 5 years Lina Osorio, Leather Stitcher, Factory, 5 years Justin Rondeau, Sales Associate, Mississauga, ON, 5 years Julia Tynkaluk, Keyholder, Oshawa, ON, 5 years Yana Vorontsov, Keyholder, Vaughan, ON, 5 years

ON THE MOVE NEW APPOINTMENTS AND PROMOTIONS

Yulan Ha, Accounting Analyst, Head Office Rachel Khelawan, Technician, Mens, Head Office Seungeun Aris Lee, Product Technician, Head Office Mikhail Moudrakovski, Sourcing Coordinator, Head Office Jennifer Ottenhof, Designer, Head Office Megan Shepherd, Associate Designer, Head Office Susan Young, District Manager, Head Office

Issue 119 • January/February 2015

STARTING LINEUP

Introducing the people who make it happen at Roots stores

As part of our continuing series of retail team pictures, this issue spotlights the Don Mills store in Toronto.

Left to right (top row): Alexis Joseph, Krista Deda, Erik Ramirez, Alice Piotrowska, Laila Augusto, Ilda Laze, Valerie Seretis. (Middle row): Pauline Sulit, Dina Blazic, Nora Phommavong. (Bottom row): Kimberly Burias, Maria-Josee Lopez, Eve Kielak, Gayane Ghazaryan.

Derek, 29, Tanya, 29, and Harrision Dean, 1, Orillia, ON

Gibson, 5, and Jerilyn Lakins, 4, Kingston, ON Bethany Auber (keyholder at Guelph store) and dog Bella

Carter Garrett, 1, Brampton, ON

SPEAK TO MY AGENT Little – and not so little – customers show their Roots W e often receive unsolicited photos from people eager to show us pictures of themselves, their family members and even their pets, wearing Roots.

Sometimes the senders ask if we could use the photos in a future advertising campaign for Roots. While we can’t promise that, we are happy to publish them in The Source. Over the years, Speak To My Agent has

become one of the most popular items in our magazine.

Everyone is welcome to submit their favourite shots to be considered for publication.

Please send your pictures to photogallery@roots.com.

Be sure to include the name and age of each person or pet in the photo, place of residence and a sentence stating that you agree for the photo to be used in The Source.

The Source • 21

MUSICAL ROOTS

Spotlighting Canadian reggae fusion band Magic!

T

ypically, sunny, island regoriginally,” explains Atweh on The reggae-flavoured song was “This music is meant to put you gae music isn’t associated the band’s website. “We know number one on iTunes and made in a good mood. We want to with Toronto musicians, but the same streets, and we grew up Magic! the first Canadian band bring people together to have a Magic! isn’t a typical Canadian on the same music. It’s the real in a decade to take the number good time. It’s not about us. It’s band. With an unusual blend of thing.” one spot on Billboard’s Hot 100 about the music. We want you pop, R&B and reggae, the four With inspiration from the singles chart. to be a part of that energy and a musicians set themselves apart Sting-fronted 1980s band, The In the wake of that success, positive musical world.” on the music scene, which might Police, and insight on how to the group dropped their debut In October, the group’s help explain the rapid smash hit “Rude” was success and fan-follownominated for Single of ing they’re enjoying. the Year for the AmeriComposed of can Music Awards. outgoing front man At the mid-November and lead vocalist Nasri awards show, the band Atweh, guitarist Mark took the stage with Pellizzer, bassist Ben hip-hop veteran Wyclef Spivak and drummer Jean for a performance.

Alex Tanas, Magic!

Opening with Jean and formed in 2012 and has transitioning to Magic!, been delivering catchy, the reggae-pop infused up-tempo beats ever mash up was a hit with since. the audience, who were No stranger to sucon their feet dancing. cess, Atweh first made Currently based in a name for himself as Los Angeles, Magic! half of the songwriting is now touring across duo The Messengers, North America, with crafting hits for musiperformances in Canada cal heavy weights like slated for March. The (Left to right) Alex Tanas, Mark Pellizzer, Nasri Atweh and Ben Spivak from the band Magic!

Pitbull, Justin Bieber, band will be travelling Christina Aguilera and Iggy make a hit song, the band realbum, Don’t Kill the Magic, last until next summer, when their Azalea. With a diverse portfolio leased its debut track “Rude” in June. The lineup of songs echoes tour wraps up in Europe. of work, Atweh was ready to October 2013. The song reached the feel-good vibes of “Rude,” · Magic! can be heard on form his own band when he met number six on the Canadian Hot with a blend of relaxed reggae regular rotation on Roots Radio Pellizzer, a fellow songwriter.

100 list and gained the band tunes and lighthearted pop songs in stores. Their album, Don’t The two recruited Spivak and international success, topping with memorable hooks.

Kill the Magic, is available for Tanas and the rest, as they say, music charts in Australia, New “It’s a stressful time out there download on iTunes. For more is magic.

Zealand, Denmark, the United and people are struggling to find information, visit www.ourna“We’re all from Toronto Kingdom and the United States. hope in balance,” says Atweh. meismagic.com/.

CHEF’S CORNER

Roots-friendly recipes that promote a healthy diet and bring pleasure to your palate

PUMPKIN-APPLE SOUP Soups are ideal for keeping warm in the cold winter. This recipe includes seasonal ingredients like pumpkin and squash, and festive flavours like apples and hazelnuts. As many like to indulge during the holiday season, this cholesterol-free, low-calorie soup 22 • The Source

packed with vitamins A and C and potassium is a healthy, guilt-free meal.

Makes: 12 servings Active time: 30 minutes Total time: 1 hour & 10 minutes Ingredients: 4 pounds pie pumpkin or butternut squash, peeled, seeded and cut into 2-inch chunks (see Tips) 4 large sweet-tart apples, unpeeled, cored and cut into eighths ¼ cup extra-virgin olive oil 1 ¼ teaspoons salt, divided ¼ teaspoon freshly ground pepper 1 tablespoon chopped fresh sage 6 cups reduced-sodium chicken broth or vegetable broth ⅓ cup chopped hazelnuts, toasted (see Tip) 2 tablespoons hazelnut oil

Preparation: 1. Preheat oven to 450°F. 2. Toss pumpkin (or squash), apples, olive oil, 1 teaspoon salt and pepper in a large bowl.

Spread evenly on a large rimmed baking sheet. Roast, stirring once, for 30 minutes. Stir in sage and continue roasting until very tender and starting to brown, 15 to 20 minutes more.

3. Transfer about one-third of the pumpkin (or squash) and apples to a blender along with 2 cups broth. Puree until smooth. Transfer to a Dutch oven and repeat for two more batches. Season with the remaining 1/4 teaspoon salt and heat through over mediumlow heat, stirring constantly to prevent splattering, for about 6 minutes. Serve each portion and top with hazelnuts and a drizzle

of hazelnut oil.

Make Ahead Tip: Cover and refrigerate for up to three days.

Reheat in the microwave on High, covered, stirring frequently, or on the stovetop over medium heat.

Tips: Make it easier to cut a pumpkin, acorn squash or other winter squash: pierce in several places with a fork; microwave on High for 45 to 60 seconds. Use a large sharp knife to cut in half.

Remove the seeds and stringy fibers with a spoon.

To toast chopped nuts, small nuts and seeds, place in a small dry skillet and cook over mediumlow heat, stirring constantly, until fragrant and lightly browned, 2 to 4 minutes. ·Source: www.eatingwell.com Issue 119 • January/February 2015

A WINDOW INTO

THE WORLD OF ROOTS

THE SOURCE

Telling the Roots story since 2005